Information Risk Communication in the Context of Zika Virus: A Pilot Study

Dissemination of information to at-risk populations is essential in any emergency situation. Among many health emergencies, Zika virus is a large-scale health challenge that requires authorities to communicate the risks of the virus, and, potential protective measures to the population. Communication technologies have an important role to play in this effort. Other factors, such as hazard characteristics and warning fatigue, also influence the effectiveness of communication. This article develops an adaptation of the Protective Action Decision Making (PADM) model for a holistic understanding of the technical and non-technical factors that influence the responses of vulnerable individuals to information about the Zika virus. The findings are expected to provide practical guidance to public health agencies in the selection of appropriate mix of media to deliver information about Zika. Investigation of antecedents to vulnerable stakeholders’ response will contribute to the growing literature on information risk communication and emergency responses to potential epidemics